Pinterest Drives 170% More Attention Than Other Platforms

5 Jun 2024

Pinterest's study highlights the importance of targeting both passive and active attention in marketing to drive more interest and action in response to ads. Amplified Intelligence used advanced techniques like eye tracking to measure how people consume information, revealing that optimizing for loudness alone can leave value on the table.

Understanding Active and Passive Attention
Active Attention: Conscious focus, driven by high-impact tactics like big TV moments or digital sponsorships.
Passive Attention: Subconscious engagement, such as listening to background music while doing another activity.

Both types of attention are crucial for effective marketing:
Active Attention: Hard to ignore, creates awareness.
Passive Attention: Reinforces messages subconsciously, keeps the brand top of mind.

Key Insights
People constantly switch between active and passive attention modes.

Strategies should account for both types to strengthen media plans.

Passive Attention techniques are more efficient, driving 6.7x more attentive seconds per dollar compared to Active Attention.

Pinterest outperforms other platforms in driving Total Attention:

170% more Total Attention.
7.3x more Passive Attention.
1.5x slower scroll past ads.